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Object Based Segmentation

Traditional segmentation solutions usually produce rich segments based either on attitudinal or demographic variables, but rarely both.  A useful segmentation solution is one that is both rich in information and one where the segments can be identified based on common demographics.

Object based segmentation does just that using a 2-step process.  First, a large number of segments, called objects, are formed using demographic variables.  Then, a second segmentation analysis is performed treating the objects as respondents and using the attitudinal variables.  By initially segmenting on the demographics variables, the final solution is not only rich based on attitudinal information, but the segments are also more easily identifiable.
 
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